SlideShare une entreprise Scribd logo
1  sur  18
BRANDED APPS & SPORTSWEAR 


                      JANUARY 2011 
UPDATE INTRODUCTION 

                                  Part  of  a  series  of  updates  on  how  brands  across  major 
                                  industry sectors are embracing mobile as part of their digital, 
                                  markeAng or product strategy.  

                                  We  have  reviewed  over  1000  branded  mobile  applicaAons 
                                  and  summarized  the  key  findings  and  trends  to  give  you  a 
                                  snapshot of who is doing what and how. 

                                  This update focuses on the Sportswear Industry.  

                                  Other  updates  for  brands  will  be  available  for  the  following 
                                  industries: 

                                  •  AutomoAve (available now)            •  Banking & Finance 
                                  •  Airline (available now)              •  FMCG 
                                  •  Luxury Fashion (available now)       •  CosmeAcs 
                                  •  Sportswear                           •  Food & Beverage 
                                  •  Luxury Goods                         •  Alcoholic Beverages 
                                  •  Retail                               •  Hospitality 

                                  To  automaAcally  receive  Exicon’s  Branded  App  Updates, 
                                  subscribe at hWp://digital.exicon.mobi/reports 


2    Branded Apps & Sportswear 
     digital.exicon.mobi 
OVERVIEW 

     Sportswear              Brands     Are       Early 
     Adopters 
     Given  the  slightly  younger  than  average 
     demographic  usually  associated  with  these 
     brands, it is not surprising to see that the sports 
     industry been quite proacAve in joining the first 
     wave of branded applicaAons over the last two 
                                                             KEY OBSERVATIONS    04
     years,  led  by  the  category  leaders  Nike  and 
     adidas.   
                                                             APP SPOTLIGHTS      08
     Within  the  sportswear  category,  apps  tend  to 
     fall into three disAnct categories: 
                                                             FUTURE TRENDS       13
                                                             CONCLUSION          16




     Outside  of  these  three  main  app  categories,  a 
     few apps tend to feature video as a key focus. 



3     Branded Apps & Sportswear 
      digital.exicon.mobi 
KEY OBSERVATIONS 




         1
                                                              1000+ branded apps reviewed to date 
                                                                               % share by industry 
                               Sportswear 
                               Brands Make Up 




                                                                                                                      High Street 
                               Third Of Fashion                           CosmeAcs 
                                                                   Airlines         Finance 
                               Apps 
                                                          Hospitality 
     17%  of  all  the  apps  we  reviewed  in  our 




                                                                                                                      Sportswear 
     study  were  branded  fashion  apps,  the 
                                                       Alcohol                                    Fashion 
     largest percentage to date.  
                                                        Food &                                   17% 
     One third of the branded fashion apps we          Beverage 
     reviewed  were  sportswear  brands. 




                                                                                                                      Luxury 
     Sportswear  brands  includes  Nike,  adidas,         Luxury 
     Puma,  Reebok,  New  Balance,  plus                  Goods                                FMCG 
     outdoor  brands  such  as  Columbia,  The 
     North Face, and Timberland.   
                                                                     Retail     AutomoAve 



                                                                     Many more shoppers are using their phones to 
                                                                     research  items  and  compare  prices  before 
4       Branded Apps & Sportswear 
        digital.exicon.mobi 
                                                                     making purchases both off and online.  
KEY OBSERVATIONS 




        2                      Category 
                               Dominated by 
                               Nike and adidas  

     In  their  quest  for  brand  share,  both  Nike 
     and  adidas  have  launched  mulAple 
     mobile  campaigns,  eager  to  own  a  key 
     channel  for  communicaAng  with  young 
     adults.    




5       Branded Apps & Sportswear 
        digital.exicon.mobi 
KEY OBSERVATIONS 




       3                       Primarily Fitness 
                               Support 
                               ApplicaSons 

     The  large  sports  brands  have  primarily 
     focused  their  efforts  on  creaAng  “fitness 
     support”  applicaAons,  designed  to  help 
     consumers work out or demonstrate how 
     they  can  get  more  out  of  their  exercise 
     rouAnes.   

     These  applicaAons  vary  greatly  in 
     sophisAcaAon, from Aps and tricks guides 
     (Timberland, Columbia) to full monitoring 
     and tracking apps (adidas, Nike).   




6       Branded Apps & Sportswear 
        digital.exicon.mobi 
KEY OBSERVATIONS 




       4
                                                     Nike & Apple 
                                                     Nike  has  partnered  with 
                                                     Apple,  creaAng  their  apps 
                                                     specifically  to  work  with 
                                                     iPods  and  iPhones  and  an 
                               Apps + Hardware       accelerometer  aWached  to 
                                                     or embedded in a shoe.   

     Both  Nike  and  adidas’  fitness  support 
     apps require addiAonal hardware beyond 
     the  mobile  device.    Despite  this  extra 
     barrier  to  purchase,  both  brands  have 
     seen success in the market.  
                                                     adidas & Samsung 
                                                     Following  adidas’  less  than 
                                                     successful  partnership  with 
                                                     Samsung,  the  new  and 
                                                     improved  miCoach  system 
                                                     was  released  on  an  open 
                                                     plaiorm  to  a  greatly 
                                                     improved response from the 
                                                     consumer. 


7       Branded Apps & Sportswear 
        digital.exicon.mobi 
APP SPOTLIGHT 




                               The North Face  

     Both The Snow Report and Trailhead apps 
     focus  on  a  high  level  of  uAlity  for  their 
     customers,  uAlizing  GPS,  geotagged 
     photos,  and  GoogleMaps  integraAon, 
     powered by EveryTrail.com 

     Trailhead  tracks  your  route,  distance, 
     speed  and  elevaAon  in  real‐Ame.  When 
     done  exploring,  routes  can  be  posted  to 
     Facebook, TwiWer or EveryTrail.com. 

                                                           "The advantage of having it on the iPhone is 
                                                          just that it's mobile. A lot of our end users are 
                                                          mobile  and  on  the  road.”  Aaron  Carpenter,  VP  of 
                                                          marke1ng for The North Face. 
8       Branded Apps & Sportswear 
        digital.exicon.mobi 
APP SPOTLIGHT 



                               REI Snow and Ski 
                               Report 

     REI  went  a  more  tradiAonal  route  and 
     bought  placement  on  an  app  developed 
     by mobile app company Zumobi. Like The 
     North Face, the REI Snow and Ski Report 
     offers condiAons and weather forecasts at 
     1800 resorts worldwide. 




                                                   Ranked as the No. 5 weather‐related app 
                                                   in iTunes. iTunes Data 

9       Branded Apps & Sportswear 
        digital.exicon.mobi 
APP SPOTLIGHT 


                             Columbia  'What 
                             Knot  To  Do  In  The 
                             Greater Outdoors’ 

  Simple  yet  highly  informaAve,  this  free 
  app is a how to guide for dozens of useful 
  knots  –  clearly  of  value  to  Columbia’s 
  target consumer. 




                                                      100,000 downloads in six months. Columbia 


10    Branded Apps & Sportswear 
      digital.exicon.mobi 
APP SPOTLIGHT 




                             Vans Live 

  This  free  iPhone  &  iPad  app  is  rich  with 
  live  HD  video,  live  feeds,  photos,  event 
  results  and  surfing  news  following  the 
  28th Vans Triple Crown of Surfing.  




                                                      The first ever live mobile webcast applicaSon 
                                                      for any acSon sports event. 
11    Branded Apps & Sportswear 
      digital.exicon.mobi 
APP SPOTLIGHT 




                             Oakley 

  Oakley’s iPad applicaAon allows potenAal 
  customers  to  simulate  various  lens  types 
  in  mulAple  outdoor  seongs.  It’s  also 
  available  for  the  iPhone,  but  the  360 
  views  just  aren’t  as  cool  as  on  the  iPad. 
  Unfortunately  there  is  not  a  link  to  an 
  online  shop,  but  certainly  a  step  in  the 
  right direcAon. 




                                                       Oakley  makes  full  use  of  the  wealth  of 
                                                       interacSve  features  of  the  iPad  –  Slt  to  fully 
                                                       explore  panoramic  landscapes  and  various 
                                                       lighSng angles. 
12    Branded Apps & Sportswear 
      digital.exicon.mobi 
APP SPOTLIGHT 



                             Billabong Surf 
                             Trip 

  A  uniquely  3D  surfing  game  –  think  Tony 
  Hawk  Pro  Skater,  but  for  surfing,  on  the 
  iPad. This app costs US$2.99, but there is 
  a free lite version to introduce people to 
  this original surf game. 




                                                    “It’s the first game to have wave technology 
                                                    that changes features not only at every surf 
                                                    break but on every wave. It makes it a unique 
                                                    surf game.”  Brad Vandenberg, Billabong Graphic 
                                                    Designer 
13    Branded Apps & Sportswear 
      digital.exicon.mobi 
FUTURE TRENDS 




              1              Moving Beyond 
                             The iPhone 

  There  is  a  definite  opportunity  for 
  Sportswear  brands  to  explore  plaiorms 
  beyond Apple, parAcularly given a variety 
  of  incenAves  being  offered  by  RIM  and 
  Nokia  for  app  development  on  their 
  handsets.   




14    Branded Apps & Sportswear 
      digital.exicon.mobi 
FUTURE TRENDS 




      2
                                                 By 2015, more consumers will shop with mobile 
                                                 devices than laptops or desktops. Morgan Stanley 

                             Drive To 
                             Commerce 

  The next stage for sportswear brands will 
  be  driving  purchases  directly  through 
  customer  handsets.  Mobile  sites  have 
  proved  effecAve  at  driving  traffic  and 
  aWendance  in‐store,  brand  awareness, 
  user engagement and customer loyalty. 

  The  top  fashion  apps  are  either  m‐
  commerce  enabled  or  use  GPS  to  locate 
  the nearest store along with an exclusive 
  offer.  


                                                        Columbia’s  mobile  storefront  drives  compeAAve 
                                                        differenAaAon in the market and is one of the top 15 
                                                        mobile commerce‐enabled desAnaAons of 2010. 
15    Branded Apps & Sportswear 
      digital.exicon.mobi 
FUTURE TRENDS 




      3                      Team & League 
                             Management 
                             Apps 

  Mobile  is  the  perfect  medium  to  extend 
  sports into people’s lives. 

  Apps  can  be  a  powerful  tool  to  facilitate 
  all  kinds  of  bookings  at  sporAng  centers 
  or  find  teams  to  join,  form  your  own, 
  even  start  your  own  league,  for  almost 
  any sport, any age group, anywhere. 
                                                      The best brand communicaSons do more than 
                                                      deliver a message; they deliver a service. 




16    Branded Apps & Sportswear 
      digital.exicon.mobi 
CONCLUSION 
  The Next Best Thing To A Gym Buddy 

  Successful branded sportswear apps tend either to be useful 
  to  the  company’s  core  demographic  (The  North  Face,  REI), 
  be  entertaining  (Billabong)  or  enhance  the  company’s 
  product in some way (adidas micoach & Nike Plus). 

  While  the  Sportswear  category  has  certainly  taken  a  lead 
  role  in  innovaAve  mobile  development,  there  sAll  exists  an 
  exciAng  opportunity  for  brands  branching  into  the  mobile 
  commerce and sports organizaAon assistance.   




17    Branded Apps & Sportswear 
      digital.exicon.mobi 
WANT TO KNOW MORE? 
                              This  report  was  brought  to  you  by 
                              Exicon  Digital.  Exicon  Digital  is  a                       If  you  enjoyed  this  report, 
                              hub for brand marketers & agencies                             then  you  might  be 
                              to get everything they need to build                           interested in parAcipaAng in 
                              successful     integrated       mobile                         The  ExpediAon,  a  series  of 
                              campaigns.  Find  out  more  at                                invitaAon‐only  workshops 
                              hWp://digital.exicon.mobi                                      about going mobile.   

                                                                          Together  with  leading  local  brands,  agencies 
                              Visit  our  website  to  download  a 
                                                                          and  developers,  you’ll  hear  first‐hand  from 
                              copy of this report and subscribe to 
                                                                          people who have been in the trenches. You’ll 
                              receive  other  industry  reports. 
                                                                          also  be  able  to  discuss  how  to  apply  the 
                              hWp://digital.exicon.mobi/reports 
                                                                          learnings  to  your  brand  as  well  as  meet  the 
                                                                          relevant people who can make it happen. 
                              Other  updates  for  brands  will  be 
                              available  soon  for  the  following 
                                                                          Let us know which ciAes you’d be interested 
                              industries.  
                                                                          in  aWending  and  we’ll  be  in  touch  when 
 •  AutomoAve (available now)                  •  Luxury Goods            we’re in your neck of the woods. 
 •  Airline (available now)                    •  FMCG 
 •  Luxury Fashion (available now)             •  CosmeAcs                Go to 
 •  Sportswear (available now)                 •  Food & Beverage         hWp://digital.exicon.mobi/new/
 •  Banking & Finance                          •  Alcoholic Beverages     expediAon.php 
 •  Retail                                     •  Hospitality 



18     Branded Apps & Sportswear 
       digital.exicon.mobi 

Contenu connexe

Tendances

How app monetization is different from what we have learned from the web - An...
How app monetization is different from what we have learned from the web - An...How app monetization is different from what we have learned from the web - An...
How app monetization is different from what we have learned from the web - An...Sociality Rocks!
 
Xiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone Market
Xiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone MarketXiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone Market
Xiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone MarketCaio Porciuncula
 
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 Advertisers
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 AdvertisersA Quantitative Social Media Analysis of Pro Kabbadi Season 4 Advertisers
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 AdvertisersXOR Labs
 
E commerce - mobile platforms
E commerce - mobile platformsE commerce - mobile platforms
E commerce - mobile platformsnihitj
 
Marketing mix of xiaomi
Marketing  mix of xiaomiMarketing  mix of xiaomi
Marketing mix of xiaomiUjjwal Jha
 
Casematics xiaomi 4.0
Casematics xiaomi 4.0Casematics xiaomi 4.0
Casematics xiaomi 4.0Aditya Singh
 
Dispelling the myths about hotel mobile apps
Dispelling the myths about hotel mobile appsDispelling the myths about hotel mobile apps
Dispelling the myths about hotel mobile appsMobile Media Applications
 
Thums UP Thunder Race app ppt
Thums UP Thunder Race app pptThums UP Thunder Race app ppt
Thums UP Thunder Race app pptPranjal Dixit
 
From a Local Software Company to An International Market Influencer - Xiaomi'...
From a Local Software Company to An International Market Influencer - Xiaomi'...From a Local Software Company to An International Market Influencer - Xiaomi'...
From a Local Software Company to An International Market Influencer - Xiaomi'...Yashraj Kakkad
 
Marketing strategy Of Xiaomi Inc.
Marketing strategy Of Xiaomi Inc.Marketing strategy Of Xiaomi Inc.
Marketing strategy Of Xiaomi Inc.SubhankarDe4
 
SUMMATIVE ASSIGNMENT - LD
SUMMATIVE ASSIGNMENT - LDSUMMATIVE ASSIGNMENT - LD
SUMMATIVE ASSIGNMENT - LDGbolade Thomas
 
Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...
Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...
Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...Karan Kapoor
 
Study Highlights The State of Mobile Apps in the Arab World
Study Highlights The State of Mobile Apps in the Arab WorldStudy Highlights The State of Mobile Apps in the Arab World
Study Highlights The State of Mobile Apps in the Arab WorldGa S
 
Sports industry footwear report
Sports industry footwear reportSports industry footwear report
Sports industry footwear reportAli Akbar Sahiwala
 
blue ocean strategy case study of Xiaomi
blue ocean strategy case study of Xiaomiblue ocean strategy case study of Xiaomi
blue ocean strategy case study of XiaomiNasif Chowdhury
 
How does Xiaomi sell its smartphones by engaging customers?
How does Xiaomi sell its smartphones by engaging customers?How does Xiaomi sell its smartphones by engaging customers?
How does Xiaomi sell its smartphones by engaging customers?Snow Jingxue Wang
 
Q1 2014 The State of Mobile Advertising — Insights from Opera Mediaworks
Q1 2014 The State of Mobile Advertising — Insights from Opera MediaworksQ1 2014 The State of Mobile Advertising — Insights from Opera Mediaworks
Q1 2014 The State of Mobile Advertising — Insights from Opera MediaworksOpera Mobile Store
 
xiaomi mi4 (market strategy or maketing management)
xiaomi mi4 (market strategy or maketing management)xiaomi mi4 (market strategy or maketing management)
xiaomi mi4 (market strategy or maketing management)Sourav Singh
 

Tendances (20)

How app monetization is different from what we have learned from the web - An...
How app monetization is different from what we have learned from the web - An...How app monetization is different from what we have learned from the web - An...
How app monetization is different from what we have learned from the web - An...
 
Xiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone Market
Xiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone MarketXiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone Market
Xiaomi Inc.: Positioning and Strategy for Entry into Indian Smartphone Market
 
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 Advertisers
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 AdvertisersA Quantitative Social Media Analysis of Pro Kabbadi Season 4 Advertisers
A Quantitative Social Media Analysis of Pro Kabbadi Season 4 Advertisers
 
Xiaomi Inc.
Xiaomi Inc.Xiaomi Inc.
Xiaomi Inc.
 
E commerce - mobile platforms
E commerce - mobile platformsE commerce - mobile platforms
E commerce - mobile platforms
 
Marketing mix of xiaomi
Marketing  mix of xiaomiMarketing  mix of xiaomi
Marketing mix of xiaomi
 
Casematics xiaomi 4.0
Casematics xiaomi 4.0Casematics xiaomi 4.0
Casematics xiaomi 4.0
 
Dispelling the myths about hotel mobile apps
Dispelling the myths about hotel mobile appsDispelling the myths about hotel mobile apps
Dispelling the myths about hotel mobile apps
 
Thums UP Thunder Race app ppt
Thums UP Thunder Race app pptThums UP Thunder Race app ppt
Thums UP Thunder Race app ppt
 
From a Local Software Company to An International Market Influencer - Xiaomi'...
From a Local Software Company to An International Market Influencer - Xiaomi'...From a Local Software Company to An International Market Influencer - Xiaomi'...
From a Local Software Company to An International Market Influencer - Xiaomi'...
 
Marketing strategy Of Xiaomi Inc.
Marketing strategy Of Xiaomi Inc.Marketing strategy Of Xiaomi Inc.
Marketing strategy Of Xiaomi Inc.
 
SUMMATIVE ASSIGNMENT - LD
SUMMATIVE ASSIGNMENT - LDSUMMATIVE ASSIGNMENT - LD
SUMMATIVE ASSIGNMENT - LD
 
Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...
Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...
Market Study and Industry Analysis of Xiaomi Incorporation in India - Marketi...
 
Xiaomi
XiaomiXiaomi
Xiaomi
 
Study Highlights The State of Mobile Apps in the Arab World
Study Highlights The State of Mobile Apps in the Arab WorldStudy Highlights The State of Mobile Apps in the Arab World
Study Highlights The State of Mobile Apps in the Arab World
 
Sports industry footwear report
Sports industry footwear reportSports industry footwear report
Sports industry footwear report
 
blue ocean strategy case study of Xiaomi
blue ocean strategy case study of Xiaomiblue ocean strategy case study of Xiaomi
blue ocean strategy case study of Xiaomi
 
How does Xiaomi sell its smartphones by engaging customers?
How does Xiaomi sell its smartphones by engaging customers?How does Xiaomi sell its smartphones by engaging customers?
How does Xiaomi sell its smartphones by engaging customers?
 
Q1 2014 The State of Mobile Advertising — Insights from Opera Mediaworks
Q1 2014 The State of Mobile Advertising — Insights from Opera MediaworksQ1 2014 The State of Mobile Advertising — Insights from Opera Mediaworks
Q1 2014 The State of Mobile Advertising — Insights from Opera Mediaworks
 
xiaomi mi4 (market strategy or maketing management)
xiaomi mi4 (market strategy or maketing management)xiaomi mi4 (market strategy or maketing management)
xiaomi mi4 (market strategy or maketing management)
 

Similaire à Branded Apps and Sportswear

Branded apps and finance
Branded apps and financeBranded apps and finance
Branded apps and financeExicon
 
Nike financial analysis
Nike financial analysisNike financial analysis
Nike financial analysisSarahAlian
 
Nike industry analysis presentation
Nike industry analysis presentationNike industry analysis presentation
Nike industry analysis presentationjiteshnavlani
 
Nike, Inc by Karan shah
Nike, Inc by Karan shahNike, Inc by Karan shah
Nike, Inc by Karan shahKaran Shah
 
Mobile & Loyalty - Jasper Olieroock op iLounge van DDMA
Mobile & Loyalty - Jasper Olieroock op iLounge van DDMAMobile & Loyalty - Jasper Olieroock op iLounge van DDMA
Mobile & Loyalty - Jasper Olieroock op iLounge van DDMAJasper Olieroock
 
Promo Applications
Promo ApplicationsPromo Applications
Promo ApplicationsInfoShell
 
App stores optimization 110318
App stores optimization 110318App stores optimization 110318
App stores optimization 110318Paul Cowman
 
Venture Investment Themes
Venture Investment ThemesVenture Investment Themes
Venture Investment ThemesBrian Borton
 
253051606 adidas-case-study-marketing
253051606 adidas-case-study-marketing253051606 adidas-case-study-marketing
253051606 adidas-case-study-marketingKostas Konstantinidis
 
Edengene Business Model Bible: Product & Service models
Edengene Business Model Bible: Product & Service modelsEdengene Business Model Bible: Product & Service models
Edengene Business Model Bible: Product & Service modelsdfarrimond
 
Port Authority Clothing
Port Authority ClothingPort Authority Clothing
Port Authority ClothingAngela Weber
 
Nike ppt-1232986170155084-2
Nike ppt-1232986170155084-2Nike ppt-1232986170155084-2
Nike ppt-1232986170155084-2Brijesh Chauhan
 
Samta Khinda - Industry Analysis Presentation NIKE
Samta Khinda - Industry Analysis Presentation NIKESamta Khinda - Industry Analysis Presentation NIKE
Samta Khinda - Industry Analysis Presentation NIKEsamtakhinda
 
How Mobile Apps Can Be Used For Sales And Branding
How Mobile Apps Can Be Used For Sales And BrandingHow Mobile Apps Can Be Used For Sales And Branding
How Mobile Apps Can Be Used For Sales And BrandingVincent Teo
 

Similaire à Branded Apps and Sportswear (20)

Nike Vs Adidas
Nike Vs AdidasNike Vs Adidas
Nike Vs Adidas
 
Branded apps and finance
Branded apps and financeBranded apps and finance
Branded apps and finance
 
Nike financial analysis
Nike financial analysisNike financial analysis
Nike financial analysis
 
Nike industry analysis presentation
Nike industry analysis presentationNike industry analysis presentation
Nike industry analysis presentation
 
Reebok and adidas
Reebok and adidas  Reebok and adidas
Reebok and adidas
 
Nike, Inc by Karan shah
Nike, Inc by Karan shahNike, Inc by Karan shah
Nike, Inc by Karan shah
 
Mobile & Loyalty - Jasper Olieroock op iLounge van DDMA
Mobile & Loyalty - Jasper Olieroock op iLounge van DDMAMobile & Loyalty - Jasper Olieroock op iLounge van DDMA
Mobile & Loyalty - Jasper Olieroock op iLounge van DDMA
 
Promo Applications
Promo ApplicationsPromo Applications
Promo Applications
 
App stores optimization 110318
App stores optimization 110318App stores optimization 110318
App stores optimization 110318
 
Venture Investment Themes
Venture Investment ThemesVenture Investment Themes
Venture Investment Themes
 
253051606 adidas-case-study-marketing
253051606 adidas-case-study-marketing253051606 adidas-case-study-marketing
253051606 adidas-case-study-marketing
 
Edengene Business Model Bible: Product & Service models
Edengene Business Model Bible: Product & Service modelsEdengene Business Model Bible: Product & Service models
Edengene Business Model Bible: Product & Service models
 
Branded apps &_airlines_dec_2010
Branded apps &_airlines_dec_2010Branded apps &_airlines_dec_2010
Branded apps &_airlines_dec_2010
 
Nike project
Nike projectNike project
Nike project
 
Port Authority Clothing
Port Authority ClothingPort Authority Clothing
Port Authority Clothing
 
Nike Ppt
Nike PptNike Ppt
Nike Ppt
 
Nike ppt-1232986170155084-2
Nike ppt-1232986170155084-2Nike ppt-1232986170155084-2
Nike ppt-1232986170155084-2
 
Samta Khinda - Industry Analysis Presentation NIKE
Samta Khinda - Industry Analysis Presentation NIKESamta Khinda - Industry Analysis Presentation NIKE
Samta Khinda - Industry Analysis Presentation NIKE
 
Apps 2010 Short
Apps 2010 ShortApps 2010 Short
Apps 2010 Short
 
How Mobile Apps Can Be Used For Sales And Branding
How Mobile Apps Can Be Used For Sales And BrandingHow Mobile Apps Can Be Used For Sales And Branding
How Mobile Apps Can Be Used For Sales And Branding
 

Plus de Exicon

Start up lessons learned - You can't beat the experience
Start up lessons learned - You can't beat the experienceStart up lessons learned - You can't beat the experience
Start up lessons learned - You can't beat the experienceExicon
 
AmCham - App-solutely Essential
AmCham - App-solutely Essential AmCham - App-solutely Essential
AmCham - App-solutely Essential Exicon
 
11 Signs of a Poorly-Planned App
11 Signs of a Poorly-Planned App11 Signs of a Poorly-Planned App
11 Signs of a Poorly-Planned AppExicon
 
Mobile revolution 2014
Mobile revolution 2014Mobile revolution 2014
Mobile revolution 2014Exicon
 
Technology is the new rock n roll
Technology is the new rock n rollTechnology is the new rock n roll
Technology is the new rock n rollExicon
 
Future Travel Experience Asia
Future Travel Experience Asia Future Travel Experience Asia
Future Travel Experience Asia Exicon
 
Mobile & marketing
Mobile & marketingMobile & marketing
Mobile & marketingExicon
 
Mobile & Hotels - The ultimate mobile customer journey
Mobile & Hotels - The ultimate mobile customer journeyMobile & Hotels - The ultimate mobile customer journey
Mobile & Hotels - The ultimate mobile customer journeyExicon
 
Embrace or die - How mobile can accelerate your business
Embrace or die - How mobile can accelerate your businessEmbrace or die - How mobile can accelerate your business
Embrace or die - How mobile can accelerate your businessExicon
 
App life cycle management company - Appcessorize Everything!
App life cycle management company - Appcessorize Everything! App life cycle management company - Appcessorize Everything!
App life cycle management company - Appcessorize Everything! Exicon
 
Near Field Communications (NFC) in China
Near Field Communications (NFC) in ChinaNear Field Communications (NFC) in China
Near Field Communications (NFC) in ChinaExicon
 
Enterprise Mobility Computerworld Mar 2012
Enterprise Mobility Computerworld Mar 2012Enterprise Mobility Computerworld Mar 2012
Enterprise Mobility Computerworld Mar 2012Exicon
 
Exicon - Apps & Mobile in China
Exicon - Apps & Mobile in ChinaExicon - Apps & Mobile in China
Exicon - Apps & Mobile in ChinaExicon
 
App submission survey results
App submission survey resultsApp submission survey results
App submission survey resultsExicon
 
XDC Overview Mar 10
XDC Overview Mar 10XDC Overview Mar 10
XDC Overview Mar 10Exicon
 
Mobile Advertising Mar 10
Mobile Advertising Mar 10Mobile Advertising Mar 10
Mobile Advertising Mar 10Exicon
 
Mobile Identity Whitepaper
Mobile Identity WhitepaperMobile Identity Whitepaper
Mobile Identity WhitepaperExicon
 
Mon Ex And Next Gen Microfinance Whitepaper
Mon Ex And Next Gen Microfinance WhitepaperMon Ex And Next Gen Microfinance Whitepaper
Mon Ex And Next Gen Microfinance WhitepaperExicon
 
Exicon Overview Mar 2010
Exicon Overview Mar 2010Exicon Overview Mar 2010
Exicon Overview Mar 2010Exicon
 

Plus de Exicon (19)

Start up lessons learned - You can't beat the experience
Start up lessons learned - You can't beat the experienceStart up lessons learned - You can't beat the experience
Start up lessons learned - You can't beat the experience
 
AmCham - App-solutely Essential
AmCham - App-solutely Essential AmCham - App-solutely Essential
AmCham - App-solutely Essential
 
11 Signs of a Poorly-Planned App
11 Signs of a Poorly-Planned App11 Signs of a Poorly-Planned App
11 Signs of a Poorly-Planned App
 
Mobile revolution 2014
Mobile revolution 2014Mobile revolution 2014
Mobile revolution 2014
 
Technology is the new rock n roll
Technology is the new rock n rollTechnology is the new rock n roll
Technology is the new rock n roll
 
Future Travel Experience Asia
Future Travel Experience Asia Future Travel Experience Asia
Future Travel Experience Asia
 
Mobile & marketing
Mobile & marketingMobile & marketing
Mobile & marketing
 
Mobile & Hotels - The ultimate mobile customer journey
Mobile & Hotels - The ultimate mobile customer journeyMobile & Hotels - The ultimate mobile customer journey
Mobile & Hotels - The ultimate mobile customer journey
 
Embrace or die - How mobile can accelerate your business
Embrace or die - How mobile can accelerate your businessEmbrace or die - How mobile can accelerate your business
Embrace or die - How mobile can accelerate your business
 
App life cycle management company - Appcessorize Everything!
App life cycle management company - Appcessorize Everything! App life cycle management company - Appcessorize Everything!
App life cycle management company - Appcessorize Everything!
 
Near Field Communications (NFC) in China
Near Field Communications (NFC) in ChinaNear Field Communications (NFC) in China
Near Field Communications (NFC) in China
 
Enterprise Mobility Computerworld Mar 2012
Enterprise Mobility Computerworld Mar 2012Enterprise Mobility Computerworld Mar 2012
Enterprise Mobility Computerworld Mar 2012
 
Exicon - Apps & Mobile in China
Exicon - Apps & Mobile in ChinaExicon - Apps & Mobile in China
Exicon - Apps & Mobile in China
 
App submission survey results
App submission survey resultsApp submission survey results
App submission survey results
 
XDC Overview Mar 10
XDC Overview Mar 10XDC Overview Mar 10
XDC Overview Mar 10
 
Mobile Advertising Mar 10
Mobile Advertising Mar 10Mobile Advertising Mar 10
Mobile Advertising Mar 10
 
Mobile Identity Whitepaper
Mobile Identity WhitepaperMobile Identity Whitepaper
Mobile Identity Whitepaper
 
Mon Ex And Next Gen Microfinance Whitepaper
Mon Ex And Next Gen Microfinance WhitepaperMon Ex And Next Gen Microfinance Whitepaper
Mon Ex And Next Gen Microfinance Whitepaper
 
Exicon Overview Mar 2010
Exicon Overview Mar 2010Exicon Overview Mar 2010
Exicon Overview Mar 2010
 

Dernier

NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports HandicapperJoe Duffy
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...Sportsnewstec24
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfSocial Samosa
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeOptics-Trade
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"bmfcavalchini
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEticketing.co
 

Dernier (8)

NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docx
 

Branded Apps and Sportswear

  • 2. UPDATE INTRODUCTION  Part  of  a  series  of  updates  on  how  brands  across  major  industry sectors are embracing mobile as part of their digital,  markeAng or product strategy.   We  have  reviewed  over  1000  branded  mobile  applicaAons  and  summarized  the  key  findings  and  trends  to  give  you  a  snapshot of who is doing what and how.  This update focuses on the Sportswear Industry.   Other  updates  for  brands  will  be  available  for  the  following  industries:  •  AutomoAve (available now)  •  Banking & Finance  •  Airline (available now)  •  FMCG  •  Luxury Fashion (available now)  •  CosmeAcs  •  Sportswear   •  Food & Beverage  •  Luxury Goods  •  Alcoholic Beverages  •  Retail  •  Hospitality  To  automaAcally  receive  Exicon’s  Branded  App  Updates,  subscribe at hWp://digital.exicon.mobi/reports  2  Branded Apps & Sportswear  digital.exicon.mobi 
  • 3. OVERVIEW  Sportswear  Brands  Are  Early  Adopters  Given  the  slightly  younger  than  average  demographic  usually  associated  with  these  brands, it is not surprising to see that the sports  industry been quite proacAve in joining the first  wave of branded applicaAons over the last two  KEY OBSERVATIONS  04 years,  led  by  the  category  leaders  Nike  and  adidas.    APP SPOTLIGHTS  08 Within  the  sportswear  category,  apps  tend  to  fall into three disAnct categories:  FUTURE TRENDS  13 CONCLUSION  16 Outside  of  these  three  main  app  categories,  a  few apps tend to feature video as a key focus.  3  Branded Apps & Sportswear  digital.exicon.mobi 
  • 4. KEY OBSERVATIONS  1 1000+ branded apps reviewed to date  % share by industry  Sportswear  Brands Make Up  High Street  Third Of Fashion  CosmeAcs  Airlines  Finance  Apps  Hospitality  17%  of  all  the  apps  we  reviewed  in  our  Sportswear  study  were  branded  fashion  apps,  the  Alcohol  Fashion  largest percentage to date.   Food &  17%  One third of the branded fashion apps we  Beverage  reviewed  were  sportswear  brands.  Luxury  Sportswear  brands  includes  Nike,  adidas,  Luxury  Puma,  Reebok,  New  Balance,  plus  Goods  FMCG  outdoor  brands  such  as  Columbia,  The  North Face, and Timberland.    Retail  AutomoAve  Many more shoppers are using their phones to  research  items  and  compare  prices  before  4  Branded Apps & Sportswear  digital.exicon.mobi  making purchases both off and online.  
  • 5. KEY OBSERVATIONS  2 Category  Dominated by  Nike and adidas   In  their  quest  for  brand  share,  both  Nike  and  adidas  have  launched  mulAple  mobile  campaigns,  eager  to  own  a  key  channel  for  communicaAng  with  young  adults.     5  Branded Apps & Sportswear  digital.exicon.mobi 
  • 6. KEY OBSERVATIONS  3 Primarily Fitness  Support  ApplicaSons  The  large  sports  brands  have  primarily  focused  their  efforts  on  creaAng  “fitness  support”  applicaAons,  designed  to  help  consumers work out or demonstrate how  they  can  get  more  out  of  their  exercise  rouAnes.    These  applicaAons  vary  greatly  in  sophisAcaAon, from Aps and tricks guides  (Timberland, Columbia) to full monitoring  and tracking apps (adidas, Nike).    6  Branded Apps & Sportswear  digital.exicon.mobi 
  • 7. KEY OBSERVATIONS  4 Nike & Apple  Nike  has  partnered  with  Apple,  creaAng  their  apps  specifically  to  work  with  iPods  and  iPhones  and  an  Apps + Hardware  accelerometer  aWached  to  or embedded in a shoe.    Both  Nike  and  adidas’  fitness  support  apps require addiAonal hardware beyond  the  mobile  device.    Despite  this  extra  barrier  to  purchase,  both  brands  have  seen success in the market.   adidas & Samsung  Following  adidas’  less  than  successful  partnership  with  Samsung,  the  new  and  improved  miCoach  system  was  released  on  an  open  plaiorm  to  a  greatly  improved response from the  consumer.  7  Branded Apps & Sportswear  digital.exicon.mobi 
  • 8. APP SPOTLIGHT  The North Face   Both The Snow Report and Trailhead apps  focus  on  a  high  level  of  uAlity  for  their  customers,  uAlizing  GPS,  geotagged  photos,  and  GoogleMaps  integraAon,  powered by EveryTrail.com  Trailhead  tracks  your  route,  distance,  speed  and  elevaAon  in  real‐Ame.  When  done  exploring,  routes  can  be  posted  to  Facebook, TwiWer or EveryTrail.com.   "The advantage of having it on the iPhone is  just that it's mobile. A lot of our end users are  mobile  and  on  the  road.”  Aaron  Carpenter,  VP  of  marke1ng for The North Face.  8  Branded Apps & Sportswear  digital.exicon.mobi 
  • 9. APP SPOTLIGHT  REI Snow and Ski  Report  REI  went  a  more  tradiAonal  route  and  bought  placement  on  an  app  developed  by mobile app company Zumobi. Like The  North Face, the REI Snow and Ski Report  offers condiAons and weather forecasts at  1800 resorts worldwide.  Ranked as the No. 5 weather‐related app  in iTunes. iTunes Data  9  Branded Apps & Sportswear  digital.exicon.mobi 
  • 10. APP SPOTLIGHT  Columbia  'What  Knot  To  Do  In  The  Greater Outdoors’  Simple  yet  highly  informaAve,  this  free  app is a how to guide for dozens of useful  knots  –  clearly  of  value  to  Columbia’s  target consumer.  100,000 downloads in six months. Columbia  10  Branded Apps & Sportswear  digital.exicon.mobi 
  • 11. APP SPOTLIGHT  Vans Live  This  free  iPhone  &  iPad  app  is  rich  with  live  HD  video,  live  feeds,  photos,  event  results  and  surfing  news  following  the  28th Vans Triple Crown of Surfing.   The first ever live mobile webcast applicaSon  for any acSon sports event.  11  Branded Apps & Sportswear  digital.exicon.mobi 
  • 12. APP SPOTLIGHT  Oakley  Oakley’s iPad applicaAon allows potenAal  customers  to  simulate  various  lens  types  in  mulAple  outdoor  seongs.  It’s  also  available  for  the  iPhone,  but  the  360  views  just  aren’t  as  cool  as  on  the  iPad.  Unfortunately  there  is  not  a  link  to  an  online  shop,  but  certainly  a  step  in  the  right direcAon.  Oakley  makes  full  use  of  the  wealth  of  interacSve  features  of  the  iPad  –  Slt  to  fully  explore  panoramic  landscapes  and  various  lighSng angles.  12  Branded Apps & Sportswear  digital.exicon.mobi 
  • 13. APP SPOTLIGHT  Billabong Surf  Trip  A  uniquely  3D  surfing  game  –  think  Tony  Hawk  Pro  Skater,  but  for  surfing,  on  the  iPad. This app costs US$2.99, but there is  a free lite version to introduce people to  this original surf game.  “It’s the first game to have wave technology  that changes features not only at every surf  break but on every wave. It makes it a unique  surf game.”  Brad Vandenberg, Billabong Graphic  Designer  13  Branded Apps & Sportswear  digital.exicon.mobi 
  • 14. FUTURE TRENDS  1 Moving Beyond  The iPhone  There  is  a  definite  opportunity  for  Sportswear  brands  to  explore  plaiorms  beyond Apple, parAcularly given a variety  of  incenAves  being  offered  by  RIM  and  Nokia  for  app  development  on  their  handsets.    14  Branded Apps & Sportswear  digital.exicon.mobi 
  • 15. FUTURE TRENDS  2 By 2015, more consumers will shop with mobile  devices than laptops or desktops. Morgan Stanley  Drive To  Commerce  The next stage for sportswear brands will  be  driving  purchases  directly  through  customer  handsets.  Mobile  sites  have  proved  effecAve  at  driving  traffic  and  aWendance  in‐store,  brand  awareness,  user engagement and customer loyalty.  The  top  fashion  apps  are  either  m‐ commerce  enabled  or  use  GPS  to  locate  the nearest store along with an exclusive  offer.   Columbia’s  mobile  storefront  drives  compeAAve  differenAaAon in the market and is one of the top 15  mobile commerce‐enabled desAnaAons of 2010.  15  Branded Apps & Sportswear  digital.exicon.mobi 
  • 16. FUTURE TRENDS  3 Team & League  Management  Apps  Mobile  is  the  perfect  medium  to  extend  sports into people’s lives.  Apps  can  be  a  powerful  tool  to  facilitate  all  kinds  of  bookings  at  sporAng  centers  or  find  teams  to  join,  form  your  own,  even  start  your  own  league,  for  almost  any sport, any age group, anywhere.  The best brand communicaSons do more than  deliver a message; they deliver a service.  16  Branded Apps & Sportswear  digital.exicon.mobi 
  • 17. CONCLUSION  The Next Best Thing To A Gym Buddy  Successful branded sportswear apps tend either to be useful  to  the  company’s  core  demographic  (The  North  Face,  REI),  be  entertaining  (Billabong)  or  enhance  the  company’s  product in some way (adidas micoach & Nike Plus).  While  the  Sportswear  category  has  certainly  taken  a  lead  role  in  innovaAve  mobile  development,  there  sAll  exists  an  exciAng  opportunity  for  brands  branching  into  the  mobile  commerce and sports organizaAon assistance.    17  Branded Apps & Sportswear  digital.exicon.mobi 
  • 18. WANT TO KNOW MORE?  This  report  was  brought  to  you  by  Exicon  Digital.  Exicon  Digital  is  a  If  you  enjoyed  this  report,  hub for brand marketers & agencies  then  you  might  be  to get everything they need to build  interested in parAcipaAng in  successful  integrated  mobile  The  ExpediAon,  a  series  of  campaigns.  Find  out  more  at  invitaAon‐only  workshops  hWp://digital.exicon.mobi    about going mobile.    Together  with  leading  local  brands,  agencies  Visit  our  website  to  download  a  and  developers,  you’ll  hear  first‐hand  from  copy of this report and subscribe to  people who have been in the trenches. You’ll  receive  other  industry  reports.  also  be  able  to  discuss  how  to  apply  the  hWp://digital.exicon.mobi/reports  learnings  to  your  brand  as  well  as  meet  the  relevant people who can make it happen.  Other  updates  for  brands  will  be  available  soon  for  the  following  Let us know which ciAes you’d be interested  industries.   in  aWending  and  we’ll  be  in  touch  when  •  AutomoAve (available now)  •  Luxury Goods  we’re in your neck of the woods.  •  Airline (available now)  •  FMCG  •  Luxury Fashion (available now)  •  CosmeAcs  Go to  •  Sportswear (available now)  •  Food & Beverage  hWp://digital.exicon.mobi/new/ •  Banking & Finance  •  Alcoholic Beverages  expediAon.php  •  Retail  •  Hospitality  18  Branded Apps & Sportswear  digital.exicon.mobi